For 18 months, I had the privilege of working as a key contributor within a top-tier customer experience (CX) team at General Motors in the Software & Services Design division.

Most of my time at GM was spent as the lead UX writer in the dynamic and competitive ecommerce space, which includes everything from OnStar digital downloads like Super Cruise to the accessories and parts store (GM Genuine Parts and ACDelco). On this page you’ll see validated UX writing such as microcopy, but there’s also a heap of product content strategy and marketing copywriting. I’m most proud of my achievements in converting customers into buyers through vetted and tested copy.

The terrain is vast. More than a million site visitors view our mobile, desktop, and in-vehicle content on a monthly basis. Traffic strongly increased since I moved from GM's R&D division to ecomm in June 2023. By May 2024, we surpassed our OnStar digital storefront goals for Q1 and Q2, yielding a record YoY revenue increase of 21% — moving from roughly $100 million to $120 million-plus. Due credit goes to the 20+ person UX team, and the vastly larger business and software development teams.

However, I do take credit for upgrades to GM's Product Detail Pages, which I helped move from "walk state" to "run state" through customer research, open collaboration, and a data-driven UX content approach.

Scanning this page, you’ll see work where I was the sole UX writer responsible for deciding which words make it, and which words don’t. I love words, but one can’t save them all. Some have to die on the vine. And that’s good design.